Rishika Aradhya, Pune
As Air India launched a “modern new brand identity” on Thursday, top executives for Tata Group-owned Air India said the company aims to radically change itself while maintaining a sense of tradition.
On January 27, 2022, Tata Sons gained full ownership of the financially precarious Air India through its wholly-owned company, Talace Private Limited. After this acquisition, Tata Sons declared its intention to merge Air India and Vistara into a single, unified company. The merging procedure is anticipated to be finished by March 2024. As part of the merger, Singapore Airlines is anticipated to possess a quarter of the newly formed combined company.
As a preliminary step in rebranding Air India, the Tata Group recruited London-based brand and design consultant Futurebrands in December 2022.
Months after agreeing to multi-billion dollar aircraft deals with Airbus and Boeing, the airline has redesigned its appearance with a new logo and livery.
According to Air India, the inspiration for its new logo, The Vista, which stands for unlimited possibilities, progress, and a bold and optimistic outlook on the future, was taken from the pinnacle of the gold window frame.
In Chandrashekaran’s address, he stated that Air India is concentrating on improving all human resource aspects, that they have ordered more aircraft, and that they are repairing and bringing their current fleet to an acceptable standard. The new logo symbolizes their audacious mission.
The legendary Maharaja, who represented Air India for many years, will live on and remain a part of the airline’s journey into the future.
The new appearance transforms the classic Indian window shape, previously employed by Air India, into a gold window frame that becomes essential to the new brand design system, symbolizing a “Window of Possibilities,” according to a news statement from the airline. The top of the gold window frame served as the inspiration for Air India’s new brand symbol, “The Vista,” which stands for infinite possibilities, progress, and the airline’s audacious, assured perspective for the future.
In order to improve its customer service and solidify its position as the go-to airline for travelers flying to, from, and within India, Air India is making major expenditures across the board.
In addition to the changes described above, there are plans to merge Air India Express and Air Asia India into one low-cost carrier.